Finding the right voice

Your brand’s tone of voice plays an important role in how your audience perceives and connects with you. It’s not just about what you say, but how you say it. Allowing for deliberate inconsistency and inviting someone else’s voice in can help to keep things interesting.

Whether you’re more serious, playful, or somewhere in between, your tone of voice is a reflection of your brand’s personality, values, and culture. It's therefore essential to review this tone from time to time to ensure it still aligns with your brand identity and resonates with your target audience.

Stay relevant

As your brand evolves, so does your audience and the platforms you use to communicate with them. What once worked may no longer feel authentic or effective. Regularly assessing your tone of voice helps ensure that you're still relevant. Does it reflect your current mission and values? Does it resonate with the needs and preferences of specifiers today? Making adjustments when necessary ensures that your messaging stays authentic and impactful.

Consistency versus inconsistency

Consistency is key in building a recognisable brand, but that doesn’t mean you should always sound the same across every channel. For example, while your website copy might maintain a more formal tone, your social media could embrace a more casual, conversational style. Being deliberately inconsistent, when done strategically, can enhance your brand's flexibility and relatability, allowing you to engage with your audience in ways that feel natural for the platform.

Mix it up

Another important aspect of using voices in marketing is involving others. Including different voices in your marketing shows that you are well-connected and open to diverse perspectives. One way to do this is to interview an architect or designer as part of a case study. This not only makes your case study more dynamic but also fosters a sense of community and trust with your audience. Don’t just limit this approach to written marketing materials, consider a round table or panel discussion as part of an event, or even a video case study.

In summary, while a consistent tone of voice is essential for building brand recognition, allowing some flexibility and bringing in other voices adds depth, relatability, and authenticity.

Struggling with hitting the right tone? Get in touch and we’ll work with you on how to bring the right voices into your marketing.